BioSTL

Case Study

Positioning the Engine of a Bioscience-driven, Regional Innovation Economy for Greater Awareness, Reach and Continued Growth in a Dynamic Global Environment

Key Strategic Questions
How can a highly effective organization gain broader public awareness and understanding of its role in reenvisioning the Gateway to the West for generations to come?
 
How can brand and design systems clarify the organization’s offerings and areas of impact?
 
How can the 25th anniversary serve as a strategic platform to elevate the organization’s communications and fundraising efforts?
 
How can a communications strategy replicate the organization’s role as a convener and connector?
Background
By 2034, the life science market is projected to reach a value of $269 billion globally. St. Louis is right at the center of this trend. Since its inception, BioSTL has been the convener of a coalition of partners to position St. Louis as the U.S. hub for ag tech and health innovation – two of the region’s most distinct competitive strengths. Today, \ BioSTL has created a vibrant, accessible bioscience-driven economy to improve the human condition locally and globally.

For 25 years, BioSTL has pursued its mission to ensure St. Louis is at the frontier of the world’s growing demand for bioscience innovation. The mission is rooted in St. Louis’ long established competitive strengths – human health and agricultural innovation. The region is home to both the world-changing Human Genome Project and the largest number of plant scientists in the world, to name just a couple of reasons. BioSTL was founded with the goal to grow an accessible, bioscience-driven local economy for generations to come, while establishing the region as a globally recognized hub for bioscience innovation. Today, St. Louis has become a magnet for global entrepreneurs and investors. The region is entering a new era of growth — with startups, investments, and partnerships, putting St. Louis at the center of U.S. bioscience.
 
H&S has collaborated with BioSTL leadership for 18 months, starting with the development of the organization’s brand strategy, design and architecture. Since then, our team has consulted with BioSTL and BioGenerator Ventures, its startup arm, on both physical and digital brand expressions, expanding the organization’s reach and community.
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H&S Role & Services

  • Facilitated weekly sessions with leadership to create brand systems and digital and physical expressions to tell the BioSTL story consistently and meaningfully
  • Developed branded house architecture
  • Developed brand positioning, value proposition, and messaging
  • Identified three areas of impact to clearly organize BioSTL’s portfolio of work
  • Created design strategy to match the branded house architecture and a visual system to establish clear connections between BioSTL and BioGenerator Ventures, its startup arm
  • Developed design assets and a gala concept for BioSTL’s 25th anniversary
  • Developed and implemented a new vision for BioSTL’s website (BioGenerator website is currently in development)
  • Created a communications strategy, including a seasonal newsletter, in conjunction with the 25th anniversary and efforts, including web-based FAQs and a new Wikipedia page, to position the brand for success in an AI-driven environment
  • Ongoing consulting relationship with BioSTL and BioGenerator Ventures leadership